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Niketown London unveils tech-enabled women's department

Niketown on London’s Oxford Street has reopened its women’s department today (5 June), featuring several of the technology touchpoints that – until now – have only featured in its Los Angeles, New York and Shanghai stores.

Scan the Look – where customers using the Nike app can swipe a mannequin-based QR code to trigger stockroom staff to prepare showcased items – has a prominent position on the new-look third floor, which has been redesigned to promote women’s sport and inclusivity.

Various other technological features are situated across the department, including retractable digital signage screens that can be manoeuvred to make way if the floor is required to host an event. Vertical digital signage placed in the trainer section sits behind ‘staff picks’, displaying waterfall-like messaging explaining what the product is and how it is best used.

Lighting has been used in eye-catching ways on multiple side displays that showcase ‘products of the moment’ such as football boots. Indeed, the space features Nike UK’s first dedicated area for women’s football ahead of the World Cup kicking off in France this weekend.

Nike UK’s first dedicated area for women’s football ahead of the World Cup
Nike UK’s first dedicated area for women’s football ahead of the World Cup

Located at the top of the escalator, this seasonal space will evolve in line with the sporting calendar. The floor as a whole is effectively a celebration of women’s sport, with international footballers and sportswomen from an array of disciplines appearing on signage across the department.

The department uses plus-size mannequins for the first time, and features mannequin displays complete with a hijab to convey cultural inclusivity in its store design.

As in its other recent global flagship openings, Nike has placed a customisation and personalisation area on the women’s floor. Here, girls’ or women's sports clubs, or individuals, can order or collect personally designed or altered and tailored sportswear.

An ‘Experts area’ situated by the fitting rooms is staffed by Nike employees who can fulfil customisation requests, take payments, or offer advice and answer queries. Mobile point of sale technology is used across the entire store, as it is in other Nike sites around the world.

Sarah Hannah, Nike’s EMEA general manager and vice president for women, said: “With the incredible momentum in women’s sport right now, the redesigned space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete.

“This is more than a shopping experience, it’s a destination to celebrate sport just in time for an incredible summer of football, netball, athletics and more.”

The new department showcases Nike's technology previously unseen in the UK
The new department showcases Nike's technology previously unseen in the UK

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